Elsewhere online
February 06, 2013

Kidney Foundation Bases New Ad Campaign on Internet Calls

Using low-cost technologies, particularly the Web calling service Skype, the National Kidney Foundation has produced a new public service advertising campaign that cost relatively little but yielded dozens of video, audio, and print ads, writes The New York Times.

The campaign, devised by advertising/production house Public Domain, features spots based on edited Skype conversations with kidney patients and focuses on educating viewers about risk factors for kidney disease, which afflicts 26 million U.S. adults.

The ads were created almost entirely on desktop and laptop computers within a budget in the low six figures. The commercials begin and end with the incoming call ring and sign-off tone familiar to Skype users.